So you have your television, radio and print ads over here, and then over there, you have what you do online to promote your business, and never the twain shall meet.
If you’re keeping your marketing efforts in separate baskets like that, you’re almost working against yourself.
Marketing across the platforms isn’t just for big business; in fact, for small business, it’s probably more important that you coordinate your traditional marketing in print and over the air with your Facebook, Twitter and your business website.
The reason: probably obvious, you have less money to spend than the big boys do, and thus a lot less margin for error.
The good news is that there’s an economy of scale from coordinating your messaging across the platforms. For example, if you run TV or radio ads, it’s not hard to convert those into videos for YouTube that you can also use for your website and on Facebook and Twitter. The same can be the case for print ads that can be uploaded straight to the web and your social media.
And in the same way, you can use Facebook and Twitter as a sort of marketing lab to test out messages that can later be used in your more expensive paid TV, radio and print ads.
There’s a lot to be gained by putting your traditional and online advertising not in separate baskets, then, but the same basket.
– Column by Chris Graham. More business marketing advice from Chris is online at www.AFPBusiness.com.
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